By: Matt Emma
In the often-overlooked corner of business where compliance and cash flow intersect, Holly Hoffman has built a career by doing something that is not always common. She helps businesses understand and manage sales tax. Known across Wisconsin and beyond as “The Sales Tax Lady,” Hoffman has become a respected figure for companies navigating the complexities of sales and use tax obligations. Her latest initiative, a partnership with Avalara, reflects not just a new offering but a shift in how businesses might approach compliance—and an embodiment of what she refers to as the human side of sales tax.
For many executives, sales tax is not a challenging intellectual exercise. It is, instead, a regular concern, and at times, a hidden liability. Unlike income tax, where adjustments and corrections are often possible at the end of the year, sales tax decisions are made in real time. Once a transaction occurs, the details are generally fixed. A purchase logged under the wrong entity typically cannot be reclassified with a journal entry. A missed exemption can potentially lead to financial losses. For companies operating in multiple states, the stakes can become even higher, and the confusion often grows. Hoffman has spent her career working to turn this uncertainty into a more predictable system.
Her background plays a role in what makes her distinctive. Before launching her advisory network, she worked within the Department of Revenue as an auditor. She understands the mindset of regulators, the common pitfalls they focus on, and the details that may not be explicitly mentioned in statutes but could become relevant during an audit. This insider perspective has made her a valuable ally for clients across various industries. Construction contractors, manufacturers, retailers, and even campgrounds rely on her not just to maintain compliance but to help educate their teams on why compliance is important. Many describe her work as a kind of sales tax audit survival guide, offering clarity in a process that often feels designed to confuse.
Training has always been a key part of her approach. Sales tax, unlike income tax, is not confined to a company’s finance office. It involves decisions made by purchasing agents, managers, and even front-line staff. Hoffman’s method involves educating entire teams, from executives to clerks, on the workings of exemptions, the correct ways to track purchases, and why accurate documentation is crucial. This democratization of expertise reduces errors, boosts internal confidence, and helps organizations better withstand audits.
However, training alone cannot resolve the logistical challenge of filing returns in multiple jurisdictions, each with its own rules and deadlines. This is where her collaboration with Avalara comes in. Avalara is one of the leading providers of automated tax compliance software, but many businesses have encountered some of its limitations. The platform can compute taxes and submit filings, but it does not always provide the guidance or context that companies often need. As Hoffman explains, “Avalara processes the data and submits the filings, but clients are sometimes left without someone to interpret the meaning or assist them with making strategic decisions.”
By joining forces with Avalara, Hoffman has created a hybrid model. Clients purchase Avalara’s AvaTax system, which automates the technical aspects of filing, while she manages the returns, ensuring that filings reflect real-world compliance strategies rather than just raw data. This dual approach combines the scale and accuracy of automation with the essential human judgment and explanation that businesses require.
The arrangement has been beneficial for many. Clients retain their data and maintain control while benefiting from Avalara’s well-established infrastructure. At the same time, they gain Hoffman’s advisory services, her ability to anticipate audit-related questions, and her ongoing training. One noteworthy aspect is that Hoffman passes on Avalara’s discounted filing fees directly to her clients, rather than marking them up. This approach stands out in an industry where intermediaries often charge premiums simply for facilitating filings. “Most managed return providers add fees on top,” Hoffman states. “I don’t. My goal has always been to make services more accessible. I want businesses to have access to sales tax expertise without it being cost-prohibitive.”
This approach has made her services attractive not only to businesses considering Avalara for the first time but also to companies that are already working with Avalara. When it’s time to renew, switching to Hoffman’s managed return model can reduce costs while enhancing the service’s quality. This creates a rare opportunity for mutual benefit in a field that is typically more focused on penalties than savings.
The competitive edge is clear. Hoffman combines the reach of a major compliance software provider with the insight of an experienced auditor. She trains staff across various levels, ensuring that compliance is not just a task for one department, but a company-wide practice. She provides transparent pricing and returns savings to her clients, making her services both high-quality and accessible. At the core of every engagement is her belief that sales tax, though technical, is ultimately about people. “The most important thing is serving others,” she explains. “It’s not about charging the highest fee. It’s about making sure businesses have the knowledge and support they need.”
The result is a loyal client base that stays with her year after year. In a field where tax compliance is typically seen as a burden, Hoffman has transformed it into a source of confidence and control. The partnership with Avalara has only deepened that value, providing businesses with both the infrastructure they need and the human judgment they cannot easily replace.
Sales tax may never be seen as glamorous, but for the businesses that work with Holly Hoffman, it has become more manageable, understandable, and, in some cases, even empowering. In the end, that is her real contribution—not just the filings, but the clarity and peace of mind that come from knowing that someone is looking out for you. For companies seeking not just compliance but confidence, Holly Hoffman offers the human side of sales tax.
To learn more about Holly Hoffman (The Sales Tax Lady), visit salestaxlady.com.
Disclaimer: The content provided in this article is for informational purposes only and does not constitute legal, financial, or tax advice. While the author, Holly Hoffman, shares her insights and experiences related to sales tax compliance, readers are encouraged to consult with a qualified professional for advice tailored to their specific business needs. The information provided may not reflect the most current regulations or industry practices and should not be relied upon as a substitute for professional guidance.
